Cold exposure therapies such as cold plunges can have anti-aging powers, according to a new study from the University of Ottawa.
The findings come as the outlook for the cold plunge market is anything but chill—more than 70% of North American pro sports teams now use cold-water immersion as part of their recovery protocols, and wellness centers offering cold therapy have seen a 25% increase in client retention, according to several market reports.
Published in Advanced Biology, the study—conducted at the Human and Environmental Physiology Research Lab (HEPRU)—found that repeated cold exposure significantly enhances autophagic function, a cellular protective mechanism that helps cells better manage stress and may hold key implications for health and longevity.
To assess the physiological impact of repeated cold exposure, Kelli King, a postdoctoral fellow, and Glen Kenny, full professor at the University of Ottawa’s School of Human Kinetics and director of HEPRU, observed ten healthy young men who experienced daily cold-water immersion at 14°C (57.2°F) for one hour over seven consecutive days. Participants’ blood samples were collected before and after the acclimation phase to evaluate how their cells responded.
Interestingly, despite an initial reduction in autophagy following high-intensity cold stress, consistent exposure over the course of a week appeared to show increased autophagic activity and reduced cellular damage signals.
“By the end of the acclimation, we noted a marked improvement in the participants’ cellular cold tolerance,” King, the study’s first author, said. “This suggests that cold acclimation may help the body effectively cope with extreme environmental conditions.”
Although the study is limited by its focus solely on young males, the preliminary findings suggest potential benefits that extend beyond athletic performance—positioning cold-water immersion as more than just a trendy, feel-good wellness therapy and giving it scientific weight in terms of longevity.
“We were amazed to see how quickly the body adapted,” King said. “Cold exposure might help prevent diseases and potentially even slow down aging at a cellular level. It’s like a tune-up for your body’s microscopic machinery.”
For fitness operators, offering cold therapies from brands like CryoBuilt or Michael Phelps’ Chilly GOAT Cold Tubs has become a consumer expectation.
“People aren’t just looking for a place to work out anymore. They’re looking for a complete wellness experience,” Master Spas president Kevin Richards said. “Even smaller CrossFit gyms are dedicating space for a cold tub and sauna because they recognize the value. A gym that only offers the basics is going to have a harder time standing out.”
Functional fitness franchisor F45 Training recently announced plans to add cold plunge tubs, infrared saunas and percussive therapy equipment to participating studios—available as an add-on for existing members or an à la carte option for drop-ins.
Luxury athletic country club operator Life Time is also adding cold plunges to more than 70 of its facilities nationwide by this summer, while Perspire Sauna Studio is introducing SNØ Shower to half its locations this year, giving guests a 45-degree rainfall shower cold therapy experience that promotes improved circulation, reduced inflammation and muscle recovery.
Beyond gyms and health clubs, cold immersion seekers can explore at-home options, including a portable, pop-up tub from Plunge or receive sauna and cold plunge therapy at establishments such as SWTHZ, a recovery and holistic health franchise.
The practices help advance recovery by stimulating blood flow, reducing inflammation and offering anti-inflammatory benefits, SWTHZ chief operating officer Mike Tan said.
“This deliberate exposure to hot and cold is only going to grow in adoption,” Tan predicts. “There’s going to be more down the line. We’re only scratching the surface as to the reasons why people are going to use this.”
FlowHaus, a new wellness concept emphasizing socialization, opened its first studio in Utah earlier this month, offering guided experiences that take guests through cycles of sauna and cold plunges.
